Leadership For Good
photo credit: hotblack
nonprofits don’t belong in social media
There, I wrote it for all to see. It’s on record.
When asked to speak to staff or volunteers of nonprofit organizations the top requested topic is how my organization made $75,000 in four days through Facebook.
Despite my effort to explain, in excruciating detail, that infamous Facebook status update was the last step in a 18+ month process and it was on a whim — everyone seeks that quick shiny button to press for instant success.
social media is not the lottery
You can’t buy a ticket for a dollar, sit back and realize completed fundraising campaigns or financial solvency. Additionally unlike the spam e-mails you cannot for $10,000 receive your share of the $50 million being held by the government of Andar. EVERY social media success story whether it be a brand, organization or individual has had to bust their butts to achieve success.
nonprofits don’t belong in social media
unless:
- Providing great experiences in real life
Portray a different image online and you will be called out in social media and good luck in re-establishing credibility if the gap is huge.
- All promises are kept
donorschoose.org is held in high regard because they keep their promise — with photos and everything.
- Easy to understand
If you cannot explain what your cause is in 140 characters or less, start over. Simplicity rules.
- Easy to talk to
If that Facebook post from a donor, member, or customer sits unacknowledged for a week, why have the page?
- In it for the long haul
The reason we hear and read about the amazing “overnight” successes is because they are so rare and amazing. Plan to not be one.
- Tug hearts not wallets
A great story on how your organization is changing the world for the better resonates more than the raffles, auctions, events, fundraisers and coupons littering your stream.
- Real
Social media is not one big press release platform. Be real and others will begin to brag about you so you don’t have to in social media.
- Successful offline
I’ve actually been in a room when someone said, “well, we might not make payroll, so we may as well try social media now”. Social media projects who, what and where you are offline, it does not hide or save it.
- Willingness to learn
Patience goes a long way and learning can make social media more useful, engaging and fruitful. Learn to crawl, walk and then run.
- Ready to fail
Every initiative has an element of risk. Venturing into social media is no exception. Is your organization positioned for trial and error?
The social media community is one of the most genuine, caring and sharing groups on the planet. The helpful resources are endless to establish a profound social media presence. Seek them out or simply ask.
Nonprofits don’t belong in social media unless they really have it “going on” outside of it.
Am I missing something? What do you think?
Connect
I’m SO glad you said “…unless…”!
I agree, it’s frustrating to see how many nonprofits think that if they build it (a page on FB), they will give. Not without a lot of time and effort! Great post.
Marc,
It means a great deal that you took the time to comment. I’m SO glad you did.
Hope does not fit in strategic planning. Thanks to you more orgs are less fearless and less clueless.
Brilliant, brilliant, brilliant, brilliant, brilliant! This should be required reading for every nonprofit organization — especially those thinking they can get on Facebook and close the funding gap or those that get on twitter and simply broadcast their fundraising campaign without ever bothering to check messages or respond to inquiries.
Erica,
Greatly appreciate your comment (need to show my Mom). Also love your insight for organizations trying to close gaps.
Ha! I came in here looking to defend social media with my last breath. Then you turned out to be all right and stuff. Brilliant work.
Thank you Maureen. I’d be right there with you defending it. Means a lot.
Great take on social media and the role of a nonprofit with it. I think your points on “be real” and “tug at hearts not wallets” are essential rules for any nonprofit PR or administrator looking to capitalize on social media. What I find a lot is the constant plug for money, but I think those nonprofits that have been including new media generation workers, get those two points faster than those coming over strictly from fundraising/sales.
The only thing I was going to add was outreach, but that is what you addressed in getting back to people via Facebook or Twitter. Perhaps I would now add, “be a pusher” and push more valid/interesting content than just pushing status updates on just your nonprofit’s efforts.
Nick,
Thanks so much for checking in. You touched on a great point: valid/interesting content. It must affect the reader/user/donor/member for them to be engaged. Nonprofits should work to be magnets and not archers in social media.
Good post. I agree with what you said, and I’d like to add that social media can also be a great way to adapt and improve the way you interact with donors/members/constituents. It can really help shape your organization’s outlook and behavior for the better. It can help you be what the community needs and wants you to be. But you have to be willing to listen intelligently and respond to what your supporters are telling you!
Saw that headline and thought you’d gone a little crazy. But, then I said, wait Mike knows social media and its power, that headline was meant to engage. And that my friends is why Mike knows what he is talking about.
Mike, the comments apply to NPOs but in reality apply to any organization considering a social media presence. Without a strategic plan to guide the effort, you will not be successful.
Excellent checklist — ok to share with my class?
Abbie!
Many thanks. You’re able to read me like an open book, despite my being a little crazy.
Absolutely share it with your class. Hope to see you again soon.
Integrity, authenticity, accepting failure: trite but true. Very, very good points, especially underlining that social media may be inexpensive but it ain’t free.
Geri,
Right on! Many thanks for commenting. Accepting failure is a lost art but can result in great things when practiced. We tend to fear risk but admire it in others.
If I weren’t currently writing a best practices paper on this I would take it more seriously. You seem to be one of the ones who think nonprofit managers are those who couldn’t make it in the big leagues. Nonprofit does not equal incompetent.